Stephanie Durante

Geoff Lawrence Delantar

Diana Kate Delima
Mark Kevin Verunque

Group 1
Consumer Behaviour And
Marketing
Communication
Consumer Behaviour

• Consumer behaviour has been defined as the dynamic interaction

of affect and cognition, behaviour, and the environment by which
human beings conduct the exchange aspects of their lives. (
2 Behavioral elements that can influence
ways

• EXTERNAL INFLUENCES: These include culture, values,

demography, social stratification, group influence, family life
cycle, other situational and environmental factors.
• INTERNAL INFLUENCES: Consist of various psychological factors
that have been internalized by consumer as experience, beliefs
and knowledge, through perception, learning, memory,
motivation, personality, lifestyles, attitudes and self-image.
THE DIFFUSION PROCESS

• This is defined as the spread of a new idea from its source of

invention or creation to its ultimate users or adopters.
The diffusion process consists of four major
elements:

• 1. An innovation.
• 2. Its communication from a source to recipients.
• 3. A social system in which the diffusion takes place, and
• 4. A period of time over which the diffusion is accomplished.
Type of communication, such as:

• LOGISTICS COMMUNICATION: Conveys facts about availability of goods,

prices and demands.
• PERSUASIVE COMMUNICATON: Convey a motivating messages designed
to bring transactions to a conclusion. An example is personal selling.

• FEEDBACK COMMUNICATION: Relates to control information on

marketing performance so that the organization receiving the message
can adjust subsequent performance, this type of communication occurs
in form of advertising/promotional research.